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The campaign, which continues the animated theme used in the Persil ads, comprises two 30-second and two ten-second TV spots. The TV work will be supported by ads in national and women's press.

One animated spot, "tribe", opens with a drop of Persil Aloe Vera falling to the ground. As it does, a large aloe vera plant begins to grow, followed by a variety of lush, green plant life.

As the plant continues to grow, its stalks bloom into pairs of underpants, dresses and shirts. From behind these plants a tribe of naked creatures emerge, and they start to put on the clothes they see around them, admiring their freshness. The spot ends with the line: "New Persil Aloe Vera. A drop of nature. A wash with kindness."

Andrew Watson, the brand manager for Persil, said that Persil Aloe Vera is not a niche non-biological product. "Persil Aloe Vera capitalises on the growing consumer interest in natural products, with everything from loo rolls to toothpaste containing aloe vera,

he said.

Meg Rosoff, JWT's creative director, said: "Cavorting pygmies and knicker trees seemed just right for a fresh new product like this."

The spots, which break on Friday 17 May, were written by Mike Hibbs and art directed by Deon Sensky. The films are illustrated by Sophie Blackall and directed by Jonathan Hodgson at Sherbet. Media for the campaign will be handled by Initiative Media.

JWT has held the Persil account since 1946.